YouTube has rebranded creator- or brand-initiated video linking as “Brand Partner Access.” The update formalizes how creators share sponsored content access with trusted brands and applies to both long-form videos and Shorts. Once access is granted, brands can view video performance metrics inside Google Ads and use the video in partnership ad campaigns across YouTube and other Google platforms.

What brands can see once access is shared

When a creator shares Brand Partner Access, brands can perform two actions within their Google Ads account. First, the brand can view video performance metrics without relying on screenshots or exported reports. This includes total watch time, average view duration, engagement rate, and audience demographics. These metrics are shown directly in Google Ads alongside other campaign data.

This means campaign reporting lives in the same place as other media performance data. According to the platform, it removes the need for creators to manually send screenshots or exported reports after a campaign goes live. The data is pulled directly from YouTube into the brand’s Google Ads account once access is approved.

Second, the brand can run partnership ads with the creator’s video. This allows the video to be promoted across YouTube and other Google surfaces as part of a paid campaign, rather than relying solely on organic reach.

How creators and brands initiate access

YouTube says Brand Partner Access can be initiated by either side. For creator-initiated access, creators who are part of the YouTube Partner Program can select an existing reported brand deal or search for a brand directly. Creators who are not in the Partner Program can only choose from existing reported brand deals.

For brand-initiated access, YouTube says all creators can receive requests. Once a creator accepts, they are consenting to share non-public data tied to that specific video, including viewer demographics, watch time, and audience retention, with the brand’s Google Ads account.

YouTube emphasizes that Brand Partner Access is optional and reversible. Creators can remove a brand’s access at any time through the video’s settings.

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